It’s holiday advertising season, and creativity is in full flight. In 2025, brands are turning up the volume on festive storytelling, delivering campaigns that are brighter, bolder, and more personality-driven than ever. From modern twists on classic characters to fresh takes on holiday humor, this year’s ads are designed to spark conversation as much as conversion.
To understand what is resonating this season, MediaRadar’s Creative Intelligence was used to surface the campaigns capturing the most attention from America’s favorite brands. Creative Intelligence provides a unified view of how advertisers bring ideas to market, capturing emerging creative trends across industries. The platform highlights how brands position themselves, which themes gain traction, and how creative decisions connect to broader marketing strategies. This lens makes it possible to spot patterns, evaluate standout executions, and see why certain campaigns break through during the most competitive time of the year.
Nostalgia With a New Angle: Walmart’s “WhoKnewVille”
Walmart revisits a classic holiday character and brings him into a contemporary, playful world. Walton Goggins stars as the Grinch inside “WhoKnewVille,” a modern story that mixes humor with shoppable moments woven directly into the narrative. The result is a holiday universe that feels both nostalgic and fresh, with each new spot building on the last to create an evolving, connected storyline.
What stands out
- Nostalgic icons build immediate emotional ties.
- Modernized storytelling appeals to families and younger audiences.
- Unified creative across TV, digital, and social strengthens brand recall.
Character-Led Storytelling With Purpose: Dunkin’s Little Holiday Munchkin
Dunkin’s The Little Holiday MUNCHKIN turns the center of the donut into the heart of its holiday storytelling. The campaign is built around a charming children’s tale brought to life through an illustrated book and an ad narrated by Mindy Kaling. With proceeds from the book benefiting the Dunkin’ Joy in Childhood Foundation, the effort pairs festive fun with a meaningful cause. The Munchkin’s story creates a warm, character-driven thread that carries through every touchpoint, from digital and social content to dine-in moments.
What stands out
- A character with a backstory deepens emotional engagement.
- Charity integration strengthens brand purpose.
- The Munchkin’s playful story and creative works across social, streaming, in-store displays, seasonal packaging, and a must have children’s book.
Emotional Heritage and Human Connection: USPS’s Delivering Since 1775
USPS celebrates its 250th anniversary with a campaign rooted in tradition and connection. The creative shows historic photos and everyday people preparing and sending packages, highlighting the long standing tradition of giving and receiving during the holidays.
What stands out
- Heritage storytelling reinforces trust and reliability.
- Focusing on people rather than logistics makes the campaign more relatable.
- The brand uses its legacy to anchor the holiday narrative while remaining on the nice-list with their competitive differentiation.
Elf on the Shelf Meets Influencer: Verizon’s “Elfluencers”
Verizon taps into both holiday traditions and influencer culture with its “Elfluencers,” a trio of cheeky elf characters played by Pete Davidson, Melissa McCarthy, and Kevin James. The campaign leans into the modern “creator” aesthetic, using short, comedic videos that bring both laughs and product awareness. By blending recognizable celebrity personalities with a playful twist on the classic Elf on the Shelf tradition, the creative delivers a humorous, culturally in-sync take on holiday advertising.
What stands out
- Casting well-known comedians as elves creates instant comedic appeal that makes the campaign memorable from the first moment.
- The short, personality-driven clips are built for sharing and give the campaign strong momentum across social platforms.
- The playful nod to Elf on the Shelf taps into a widely recognized holiday tradition while giving it a modern, culturally relevant twist.
Whimsy for B2B Audiences: Bitly Helps Santa Get His Data Right
Bitly brings a festive twist to its B2B messaging by imagining Santa struggling to manage his “list” for toy assignments without modern analytics. The creative takes place in Santa’s workshop and positions Bitly as the tool that helps Santa make data-driven decisions.
What stands out
- Seasonal metaphors simplify technical messages.
- A whimsical tone cuts through year-end corporate noise.
- Highlighting free tools aligns with early-year planning cycles.
A Modern Holiday Icon Returns: Target’s “Kris K”
Target is leaning into character-driven storytelling with the return of Kris K, a modern reinterpretation of Kris Kringle who blends classic holiday warmth with contemporary humor and style. Kris K is stylish and playful, with emphasis on the joy of gift giving and the personality of today’s holiday shopper.
The character struck a chord on social platforms in previous years where fans embraced his wit, attractiveness, and upbeat energy. Many viewers described him as an instant holiday icon, proving that when a character connects, it creates immediate cultural momentum.
What stands out
- Kris K gives Target a recognizable holiday anchor that can evolve year over year.
- The blend of classic tradition and modern personality makes the creative feel fresh.
- Social sentiment was overwhelmingly positive, with high engagement across platforms.
Tradition Meets Technology: Coca-Cola’s Holidays Are Coming
Coca-Cola brings its iconic holiday spirit into 2025 with a refreshed campaign that blends classic seasonal imagery with AI-enhanced visuals. The creative retains the brand’s signature warmth and nostalgia, but introduces a modern, dreamlike aesthetic made possible through AI-generated scenes. The result feels both familiar and innovative, showing how a legacy brand can evolve its look while staying true to its roots.
What stands out
- AI-enhanced visuals give the classic Coca-Cola holiday style a fresh, modern feel.
- The campaign balances tradition with innovation, keeping the brand culturally relevant.
- The updated aesthetic adds visual interest without losing the emotional tone fans expect.
Luxury, Elegance, and Cinematic Holidays: Lexus “December to Remember: Over the Years”
Lexus returns with its signature “December to Remember” campaign, this time with a more cinematic and emotionally grounded direction with “Over the Years”. Rather than centering solely on the iconic “big bow” driveway moment, the creative follows the evolution of a family over time, showing how various models of Lexus vehicles become part of their shared milestones and holiday rituals. The use of Fleetwood Mac’s “Landslide” adds a powerful emotional layer, reinforcing the themes of growth, nostalgia, and continuity. The result is a holiday story that feels both relatable and deeply aspirational, positioning Lexus as a trusted presence through life’s most meaningful chapters.
What stands out
- Lexus blends premium storytelling with emotionally resonant family moments that feel authentic and timeless.
- The cinematic visuals and music selection elevate the brand’s luxury image while strengthening narrative depth.
- The long-running campaign maintains its iconic status while introducing fresh creative elements that keep it relevant.
Creative Themes Shaping Holiday Advertising in 2025
Several overarching themes emerge from this year’s holiday work:
- Earlier Creative Launches
- Brands are beginning campaigns earlier to capture attention before peak promotions.
- Precision in Creative and Media
- Dynamic creative and smarter targeting often outweigh pure budget size.
- Stories That Go Beyond Sales
- Consumers respond strongly to emotional value, purpose-driven elements, and storytelling that feels human.
- Cross-Channel Media Mix
- The strongest campaigns work across broadcast, social, digital video, in-store environments, and out-of-home.
- Cultural Relevance and Modern Humor
- Creative is most effective when it taps into nostalgia, character-driven narratives, or social trends such as influencer culture.
Conclusion
Holiday advertising in 2025 blends emotion, innovation, and cultural fluency. Brands are creating memorable seasonal moments by leaning into nostalgia, humor, character development, scarcity, purpose, and cinematic storytelling. The campaigns that stand out are the ones that feel authentic to the brand and resonant across every platform.
Curious to see more holiday creative and the trends shaping this season? Explore MediaRadar’s Creative Intelligence to discover real campaigns, identify emerging patterns, and gain insights that elevate your marketing strategy.
